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Spanish-language radio has reached an all-time high, with more than 678 stations across the country, according to Arbitron Inc. That number could double in two years, Mike Henry, a Denver-based radio consultant, told AP (via NorthJersey.com) - but the key to success may be in using English as well as Spanish, depending on the target demographic.
Clear Channel Communications has a new format geared to the Hispanic urban market, which it calls Hurban. The playlists include everyone from crossover stars like Shakira to Puerto Rican artist Daddy Yankee - and the disc jockeys mix English and Spanish freely. Clear Channel plans to convert 20 to 25 of its 1,200 English-language stations to Spanish formats.
The number of Hispanics in the U.S. has grown to 41.3 million, and estimates of Latino purchasing power now top $630 billion, according to Denver marketing firm Heinrich Hispanidad. But while Hispanics now account for nearly 14 percent of the U.S. population, this market accounts for only 3.2 percent of total advertising spend, according to the Association of Hispanic Advertising Agencies. Broadcasters are hoping to close the gap.
But the question for both media companies and advertisers is how best to reach this evolving market. According to the Chicago Tribune, General Motors has become an active advertiser among English-language Hispanic media. Felipe Herrera, GM’s director of Hispanic marketing, told the Tribune that, over the past four or five years, corporate advertisers have begun to tailor campaigns to better connect with different demographic groups. “Second- and third-generation Hispanics’ use of language might be different than more recent immigrants, so we’ve had to accompany that shift by expanding our outreach,” he said.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
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